Have you heard? SEO is evolving. You may have seen the term GEO popping up – meet Generative Engine Optimisation. It reflects the shift from traditional search to AI-powered discovery. As more users turn to tools like ChatGPT and engage with Google’s AI Overviews, it’s become crucial for brands to ensure their content is part of the conversation. If AI is delivering answers, your content should be one of them.
Generative search is changing the way we find information
While traditional Google search is still convenient, the sheer volume of information we’re now faced with makes it harder to find direct answers quickly. That’s where AI platforms like ChatGPT are changing the game. They do the heavy lifting, filtering through data to deliver precise, conversational responses in seconds. It’s a new level of convenience that’s reshaping how we access information, and tools like Google’s AI Overviews are a clear sign that the shift is here. In fact, tech research firm Gartner predicts that by 2026, search engine traffic could decline by as much as 25%.
For brands, this marks a pivotal change. We’ve long focused on ranking high in search results to drive traffic, and while that still matters, generative search is rewriting the rules. Users are getting answers directly from AI, without clicking through to a website. That means being cited by AI models is quickly becoming a new form of digital visibility and authority. If your brand isn’t part of those answers, you’re not just missing clicks, you’re missing relevance.
Trust dynamics are changing
Unlike traditional search engines, generative AI offers something new: real, conversational interaction. Users can now ask follow up questions, explore topics more deeply and get tailored responses on the spot. Even though there’s no absolute guarantee that every summary is 100% accurate, trust in AI-generated answers is growing fast, and for many, it’s becoming the preferred way to get information. When platforms like ChatGPT or Google’s AI Overviews provide a solid answer, users often don’t feel the need to click through to a brand’s website at all.
That’s a big shift, especially for marketers who’ve relied on driving traffic through rankings. But it also presents a major opportunity. Personalised content has always been powerful, and AI responses are just that: fast, tailored and context aware.
You have the power to be more visible
Marketers now need to focus on structuring content to be easily cited within AI responses, prioritising clarity, relevance and factual accuracy to align with the algorithms of generative AI models. If your brand’s content isn’t optimised for these AI-driven engines, it risks becoming invisible in the user journey.
Start by organising your content with clear headings, bullet points and FAQ-style formats that AI can easily scan for relevant information. Additionally, implementing schema markup can further enhance how search engines interpret your content.
Accuracy is crucial, so ensure your content is up-to-date and factually correct, particularly for statistics, product details and thought leadership pieces. Instead of merely answering one question, aim to build context-rich, comprehensive pages that anticipate users’ follow up queries. Regularly publishing around your niche also helps to establish authority.
Summary
SEO is evolving into Generative Engine Optimisation (GEO), driven by AI-powered search tools like ChatGPT and Google’s AI Overviews. As users increasingly rely on AI to find direct answers, brands must adapt by ensuring their content is structured and optimised for AI models.
This shift means visibility now depends on being cited by AI in responses, rather than just ranking high in traditional search results. Marketers must focus on clarity, accuracy and context-rich content, using techniques like schema markup and up-to-date information, to stay relevant and visible in the evolving AI-driven search landscape.
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